The Eagle Medallion (also known as the Renault Medallion) was a rebadged and re-engineered North American version of the French Renault 21 marketed by American Motors Corporation (AMC). The mid-size cars were imported from France and built on the same platform as the Renault 21.[1] Concurrently with the North American introduction of the Medallion, Renault sold its American business to Chrysler.[2]

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The Medallion was developed by Renault and became a captive import for its corporate partner, American Motors (AMC), at the beginning of the 1987 model year. The Medallion replaced the slow-selling Renault 18i/Sportwagon and the venerable AMC Concord that was canceled after the 1983 model year. It was an Americanized version of the Renault 21, "a highly successful car in the European market."[3] The Medallion was the second of a three passenger car line marketing effort to help AMC/Jeep/Renault dealers expand the product mix beyond the four-wheel-drive Jeep utility vehicles and the its established subcompact Renault Alliance. The Medallion sedans and station wagons introduced in late-1986 were followed by the mid-1987 unveiling of the all-new full-sized Premier sedan.

Badged as the Renault Medallion at its launch in the fall of 1986, it remained that way until Chrysler bought out American Motors in August 1987. It then became a captive import for Chrysler. It was part of "Eagle", Chrysler's first new brand created since 1929.[4] The cars were marketed as the "Eagle Medallion" through the newly formed Jeep-Eagle division.[5] As a distinct Chrysler subsidiary, the nearly 1,200 AMC-Jeep-Renault dealer organization would initially remain independent.[6] As part of the buyout, Chrysler would continue AMC's program for U.S. distribution of the new Renault Medallion for five years, but not to sell a specific number of the French imports.[7]

The Medallion was built in Maubeuge using the platform of the European market Renault 21 and imported from France.[8] It was re-engineered for the U.S. and Canadian markets and differed from the Renault 21 in numerous features, trims, frontal styling, stronger bumpers and safety features, as well as powertrain availability. Final assembly of options trim was at the U.S. port of entry.

The front-wheel drive Medallion used the 2.2 L I4 engine that also powered the European Renault 25. It was mounted in a longitudinal (front-back) configuration, driving the front wheels through either a 5-speed manual transmission or a 3-speed computer-controlled automatic. The longitudinal engine placement is unusual for a front-wheel drive car, as the transverse engine layout is typically more space-efficient. It was one of a few cars with this layout, which helps reduce torque steering.[9] The gearbox is centrally mounted resulting in equal-length axle shafts. In Europe, Renault 21 versions with engine displacements below 2 L had transverse engines, just like smaller models such as the Renault 9. Higher-end R 21 versions with engines of 2 L or more, retained the longitudinal layout of the previous Renault 20 and 30 series. The longitudinally mounted versions had a shorter wheelbase than the European transverse versions.[10] Product plans also called for a four-wheel drive Medallion to be imported in late-1988.[11]

The Medallion featured four-wheel independent suspension with MacPherson struts in the front with negative offset for stability and inclined lower wishbones for anti-dive effect, while the rear suspension is controlled by a V-section cross-member with four transverse torsion bars and inclined shock absorbers.[3]

When the original European Renault 21 models were shown for 1986, they featured a different design compared to the contemporary cars of the era with more rectilinear traditional designs. The new Renault 21 design most closely resembled the aerodynamic look of the Audi 100 models that were introduced in 1983. The Medallion was described "crisp look in contemporary wedge/aerodynamicstyling."[3] The station wagon version was judged by one automobile journalist as "arguably the most stylish compact wagon on the market."[13]

The interior of the Medallion was spacious compared to similar cars in the compact segment, which AMC compared it to. The total volume index of the sedan was rated at 115 cubic feet (3,256 l).[12] This put the Medallion in the mid-size car class according to EPA market segments (those between 110 and 120 cu ft (3,115 and 3,398 l) of passenger and luggage space).[14] The sedan was also notable for its rather commodious trunk.

The station wagon was unique in that it offered a longer wheelbase than the sedan. The wagon was rated at 100 cu ft (2,832 l) passenger area and 42 cu ft (1,189 l).[12] The Medallion station wagon seats "five adults in true comfort - and will accept an additional two kids" with the optional bench seat for the cargo area.[13] This was a front-facing third-row seat,[15] such as in the Oldsmobile Vista Cruiser and Ford Freestyle.

Two sedan and wagon body styles were available in two trims for the duration of the Medallion's run. The base models came in DL trim, while the up-level LX models featured more standard features. Standard equipment on all Medallions included a tachometer, digital clock, AM/FM stereo, tinted glass, tilt steering wheel, power steering and brakes, as well as a driver's seat-height adjuster for the reclining front seats.[13] The station wagon also included a locking storage bin, as well as adjustable roof rack and a rear-window wiper.[13]

The new Renault Medallion station wagon was reviewed by Kiplinger's Personal Finance magazine as "surprisingly comfortable, with a load of standard features for its relatively modest $10,693 base price."[16] The "powerful engine allows it to whiz through city traffic with ease" and the wagon's interior was "spartan," but "spacious and comfortable."[16]

The 1988 model year saw little change to the cars.[17] Starting in model year 1988, the Medallion began to be marketed under the then-new Eagle brand "by the mere substitution of a new (and rather handsome) badge."[5] However, they sold no better in part because they were considered conventional automobiles for Renaults, but still too "quirky" for most U.S. customers.[5]

A week-long review of an automatic transmission equipped 1988 Medallion by The Milwaukee Sentinel described it as an "eye-appealing alternative for those shopping for a compact four-door sedan" offering "peppy" performance with an engine that "purred contently at highway speeds" while offering a smooth ride in both the city and on the highway returning an actual combined 23 mpg-US (10 L/100 km; 28 mpg-imp) fuel economy, but the sedan's light weight, 2,420 lb (1,098 kg), was criticized as too light on open roads in the wind and the insulation to reduce road noise seemed inadequate.[15]

A long term rest by Popular Mechanics found the Medallion "low on flash, high on comfort" especially on long-distance journeys and along the roughest roads in New York City, and the editors came to regard it as a "pretty nice car.".[18] Other automotive guides recommended the Medallion for comfortable ride and interior roominess, as well as summarizing that Chrysler does not "have a domestic model in this category that's quite as nice."[17]

For 1989, Chrysler focused on the advanced technology incorporated in the Eagle models.[19] The 1989 Medallions were also covered by Chrysler's new "7/70 Protection Plan" that was a comprehensive warranty on the entire vehicle for seven years or 70,000 miles (110,000 km).[20] The rear of the 1989 Medallions now featured an “imported for Eagle” badge and the terms of the AMC buyout included the continued sales of Renault-built cars in the U.S.[21] However, Chrysler decided to cease importing the Medallions from Renault at the end of the 1989 model year. This ended the potential revival of a four-wheel-drive Eagle station wagon.[22]

While reviews were initially favorable, the Medallion had a poor launch into the North American market because of AMC's limited marketing resources.[9] There were industry rumors of problems at AMC and Chrysler's takeover of the company overshadowed the Medallion's introduction. Kiplinger's Personal Finance magazine raised the question of continued commitment and service for the Medallion after Chrysler's buyout of AMC, and noted that an expected letter of intent between Chrysler and Renault indicating Chrysler "it would support the vehicle for a minimum of five years."[16] The Medallions did not sell in large numbers, although it was a solid entry in a highly competitive market segment.

The Eagle name came from the innovative all-wheel drive AMC Eagle line, but the Medallion was a standard passenger car and its sales were also hindered by marketing missteps.[23] There was no specific advertising campaign highlighting the Medallion sedans and wagons. Chrysler also planned to phase out the Medallion sedan in favor of a four-wheel-drive wagon by 1990.[22]

Robert Lutz, the head of the Chrysler Corporation at the time, said in his 2003 book Guts that the Medallion, and its larger line mate, the Premier were "salesproof" in that no matter how attractive and competitive the cars were, customers in large enough number to ensure success just would not take notice. In reality, the corporation was drawing a tighter bead on "import intenders," and rather than working with an independent Renault, Chrysler shifted the Eagle models to badge engineered cars sourced from its Japanese partner since 1971, Mitsubishi Motors.[5] At the time, Chrysler was investing in the Diamond-Star Motors manufacturing joint venture and building a new plant in Normal, Illinois, with an annual capacity of almost a quarter million vehicles.[24]

The smaller Eagle Summit made by Mitsubishi was also marketed by Jeep-Eagle dealers, primarily for Alliance and Encore owners to trade into, but with the Medallion "they were stuck with for a couple of years due to legal issues with Renault."[25]

The imported Medallion also competed with Chrysler's numerous domestic Dodge, Plymouth, and Chrysler models.[9] This may have also contributed to a lack of enthusiasm within the company for properly marketing the Medallion - as well as the larger Premier.[23]